Content and Disclosure Guidelines

Draft for pre-launch. Last updated 2 October 2026.

1. Why these guidelines exist

Clips made through ClipMissions are paid advertising. Indian law and industry codes expect people who see an ad to know it is an ad, and expect advertising claims to be true. These guidelines turn those expectations into practical rules for Clippers and Brands.

They draw on the Consumer Protection Act 2019, the Central Consumer Protection Authority (CCPA) Guidelines for Prevention of Misleading Advertisements and Necessary Due Diligence for Endorsement of Advertisements 2022, the CCPA's "Endorsement Know-hows!" guidance for social media influencers, the CCPA Guidelines for Prevention and Regulation of Dark Patterns 2023, the ASCI Code and the ASCI Guidelines for Influencer Advertising in Digital Media, the Information Technology Act 2000 and the IT Rules 2021 as amended, and the other laws mentioned below.

ClipMissions is not certified or endorsed by ASCI, the CCPA or any regulator. These guidelines reflect our understanding of their published guidance. Where a law, regulator, platform or Mission Brief sets a stricter rule, the stricter rule applies. These guidelines form part of our Terms of Use, Brand Terms and Clipper Terms.

2. Disclosure: the basics

A Clip made for a Mission has a "material connection" with the Brand, because the Clipper is paid for it. That connection must be disclosed so that it is:

upfront: seen at the start, not only at the end or after "more";
prominent: easy to notice on a phone screen, not hidden among hashtags, links or tags;
clear: in plain words that an ordinary viewer understands;
on the content itself: in the video, not only in the caption, bio or profile; and
in the same language as the Clip.

Every Clip needs three disclosures: the platform's own setting, a caption label and an on-video label. A spoken disclosure is also needed when the Clipper's own voice is in the Clip. The Clipper Terms make these steps binding.

3. Disclosure on each platform

Platform	Platform setting	Caption or post text	On the video
Instagram Reels	Turn on the "Paid partnership" label in the branded content settings, and add the brand partner if the brief asks	Start with "Ad", "Paid partnership" or #ad, before anything else	On-screen label from the first second, for the minimum time in section 4
YouTube Shorts	Tick the paid promotion box when uploading, so the "Includes paid promotion" label shows	Start the title or description with "Ad" or #ad	On-screen label from the first second, for the minimum time in section 4
X	Use X's paid partnership or content disclosure setting where it is available to your account	Start the post with "Ad:" or #ad	On-screen label from the first second, for the minimum time in section 4

Platforms change their menus and labels from time to time. Follow each platform's current help pages and branded content policies. If a platform's setting is not available to your account, the caption and on-video labels are still required, and you must tell us before you post.

Acceptable label words

Use one of these, or its clear equivalent in the Clip's language: "Ad", "Advertisement", "Sponsored", "Paid partnership", "Partnership", "Collaboration" or "Collab", or the hashtags #ad, #sponsored or #collab.

4. On-video labels: how long and how visible

Length of the Clip	Minimum time the label stays on screen
15 seconds or less	At least 3 seconds
More than 15 seconds and up to 2 minutes	At least one third of the Clip's length
More than 2 minutes	Throughout every part where the brand, its product or its features appear

Our house rule is that the label starts from the first second in every case. In addition:

use a text size, colour and contrast that is easy to read on a small screen;
keep it clear of the areas covered by the platform's buttons, captions and progress bar;
do not make it flash, fade or move so fast that it cannot be read; and
if in doubt, keep the label on screen for the whole Clip.

5. Spoken disclosure

The CCPA's guidance for influencers expects disclosures in video to be both shown and heard. Our rule:

if the Clipper's own voice, voiceover or on-camera appearance is in the Clip, the Clipper must say early in the Clip that it is a paid partnership or an ad, for example "This is a paid partnership with" followed by the brand name;
if the Clip contains only the Brand's own footage and audio, a spoken mention is strongly recommended, and the Mission Brief may require it; and
for live streams, if a Mission ever allows them, disclose at the start, at intervals and at the end, and keep an on-screen label throughout.

6. Language and regional content

Regional languages are welcome. Hindi, Marathi, Tamil, Telugu, Bengali, Kannada, Malayalam, Gujarati, Punjabi and other languages can reach audiences that English alone cannot, as long as the Mission allows them.

Disclose in the language of the Clip. For a Clip in a regional language, show the label in that language and in English.
Translate approved claims faithfully. Do not add, strengthen or soften claims in translation.
If you are unsure about a translation of a claim, ask us before posting.

7. Disclosures that are not enough

A label placed only at the end of the caption, after "more", or among a block of hashtags.
Vague tags such as #sp, #spon, #thanks, #partner on its own, or the brand's hashtag on its own.
A label only in your bio, profile or a pinned comment.
A platform setting with no caption or on-video label.
A label that is too small, too brief or hidden behind the platform's interface.
Removing or editing the label after posting.

Paid content presented as independent opinion is a "disguised advertisement", one of the dark patterns the CCPA's 2023 guidelines prohibit.

8. Originality: what counts as your own edit

Acceptable

choosing the strongest moments from the Mission footage and cutting them into a new short sequence;
reframing for vertical video, adding captions, subtitles, titles, hooks, graphics and transitions;
adding your own commentary, voiceover or on-camera reaction, if the Mission allows it;
using B-roll, graphics and audio supplied in the Mission pack;
making several different Clips from the same Mission, each a genuinely different edit; and
using editing tools, including AI-assisted ones, as long as you review the result and shape it yourself.

Not acceptable

uploading the footage with no meaningful edit;
copying, re-uploading or lightly changing another Clipper's or creator's edit;
making trivial changes, such as mirroring, speeding up, adding a filter or a border, to pass off the same Clip as new;
posting the same Clip on several accounts or several times to collect more views, unless the Mission expressly allows cross-posting;
using footage, music or images from outside the Mission pack without the right to do so; and
showing another creator's watermark or handle in your Clip.

9. Accuracy and claims

Approved claims only. Make only the claims listed in the Mission Brief. Do not add claims about price, discounts, results, health, money, rankings, safety or performance.
Keep the meaning. When cutting podcasts, interviews or speeches, never edit a speaker's words so that they appear to say something they did not say or mean. This can mislead viewers and harm the speaker's reputation.
Honest titles and thumbnails. Titles, captions and thumbnails must reflect what is actually in the Clip.
No false urgency. Do not say an offer ends soon, stock is limited or something is exclusive unless the brief says so and it is true.
No fake experiences. Do not claim to have used a product, or present a review or testimonial, unless it is your genuine experience and the Mission allows it. Never pose as an ordinary customer.
Fair comparisons. Mention competitors only if the brief approves the exact comparison. Never disparage a competitor.
Report problems. If a claim in the brief seems false, unsafe or out of date, do not post it, and tell us.

10. AI and synthetic content

In February 2026, the Government amended the IT Rules to deal with "synthetically generated information": audio, images or video created or altered by computer in a way that can appear real. Platforms must now label such content, and large platforms must ask users to declare it when they upload. Our rules:

Allowed with care. AI tools for captions, subtitles, translation, noise reduction, colour correction, upscaling, reframing and suggesting cut points.
Label realistic synthetic content. If a Clip contains AI-generated or AI-altered material that a viewer could mistake for real, label it on screen and use the platform's AI or altered content label. Always answer the platform's upload declarations truthfully.
No deepfakes. Never create or alter a real person's face, body, voice or likeness, never make a real person appear to say or do something they did not, and never create realistic depictions of events that did not happen.
No synthetic voices of real people. Do not clone or imitate any real person's voice, including the Brand's talent. If a Brand wants dubbed versions, the Brand must produce and supply them in the Mission pack with the consent of the people involved, and they must be labelled.
Virtual personas. If your account presents an AI-generated or virtual persona, you must clearly disclose to viewers that it is not a real human.
Mission rules. A Mission Brief may restrict or ban AI tools. Follow it.

11. Music and audio

Use only audio supplied in the Mission, your own voice, or audio licensed for commercial and branded use. The music libraries inside social media apps are often licensed only for personal, non-commercial use and frequently cannot be used in paid partnership content. Never rip music from other sources. The full rules are in the Clipper Terms.

12. Prohibited content

No Clip, brief, footage or other content on or through ClipMissions may contain or promote anything that:

belongs to another person and is used without the right to do so;
is obscene, pornographic or sexually explicit, or is in any way sexual content involving a child;
invades anyone's privacy, including bodily privacy, or shares intimate images without consent;
harasses, insults or demeans anyone on the basis of gender, religion, caste, race, ethnicity, disability, sexual orientation or similar characteristics, or promotes hatred or enmity between groups;
is defamatory;
is harmful to children;
infringes a patent, trade mark, copyright, performer's right or other proprietary right;
deceives or misleads people about its origin, or knowingly spreads false or misleading information presented as fact;
impersonates another person or organisation;
threatens the unity, integrity, defence, security or sovereignty of India, friendly relations with foreign States or public order, or incites any offence;
shows or glorifies graphic violence, terrorism, self-harm or suicide, or encourages dangerous stunts or challenges;
promotes illegal goods or services, narcotics, counterfeit goods, weapons, fake documents, hacking or spyware;
insults the National Flag, the National Anthem or national emblems, or misuses protected names and emblems;
represents women indecently, or shows cruelty to animals;
reveals another person's private information, such as their phone number or address;
is a scam, phishing attempt, pyramid or money circulation scheme, or a "get rich quick" or task-based earning offer;
contains viruses or other harmful code;
is pirated, leaked or obtained unlawfully; or
otherwise breaks any law in force in India.

13. Prohibited Mission categories

We do not accept Missions for any of the following, even if a Brand offers to take responsibility:

Online money games, betting and gambling, including casinos, card games or fantasy sports played for money, lotteries, prediction markets with stakes, and surrogate or "free version" promotions of such brands. The Promotion and Regulation of Online Gaming Act 2025 prohibits online money games and their advertisement. Free-to-play games and esports content without real-money stakes are welcome.
Securities, investments and crypto assets, including stock tips, trading platforms, derivatives, investment advice or research, portfolio services, initial public offerings, crypto or virtual digital asset trading, and any claim of returns or past performance. SEBI restricts regulated entities from associating with unregistered persons who give investment advice or make return claims, and we keep well clear of that line.
Unregulated financial schemes, such as unregulated deposit schemes, chit schemes run outside the law, money circulation schemes and loan apps not regulated by the Reserve Bank of India.
Tobacco and nicotine, including cigarettes, chewing tobacco, e-cigarettes and vapes, and their surrogate advertising. The Cigarettes and Other Tobacco Products Act 2003 and the Prohibition of Electronic Cigarettes Act 2019 restrict such advertising.
Alcohol, and surrogate advertising for alcohol, such as products, events or merchandise that share an alcohol brand's name or identity.
Objectionable medical advertising, including prescription medicines, claims to diagnose, cure, treat or prevent diseases and conditions listed under the Drugs and Magic Remedies (Objectionable Advertisements) Act 1954, magic remedies, and unapproved medical devices or treatments.
Political Missions of any kind. We do not run Missions for or about political parties, candidates, elections, referendums, political campaigns or causes, or content intended to influence how people vote or to promote a position on legislation or government policy.
Adult and sexual services, including escort services and sexually explicit products or content.
Weapons, ammunition and explosives.
Apps or services blocked or banned in India, or any tool to get around such a block.
Fake reviews and astroturfing: Missions asking Clippers to pose as customers, post reviews or testimonials, or attack competitors.
Missions directed at children, or for products that cannot lawfully be sold to children where the audience is likely to include them.
Anything else that would require a Clip to break section 12 or any law.

14. Restricted categories that need prior approval

These Missions are possible only with our prior written approval, claims the Brand can substantiate and any mandatory disclaimers or registration details the law requires in advertising:

health, wellness, nutraceuticals, food and beverages with nutrition or health claims, AYUSH products, cosmetics and personal care;
education and coaching, which must not claim ranks, selections, success rates or guaranteed outcomes without verifiable evidence, as the CCPA's 2024 guidelines on coaching advertisements require;
banking, payments, insurance and lending, only from entities regulated by the Reserve Bank of India or the Insurance Regulatory and Development Authority of India, with no promises of approval, returns or guaranteed benefits;
real estate projects, which must show any registration details the law requires;
dating and matrimonial services, and non-explicit sexual wellness products;
film, OTT and music releases, whose Clips must respect any age rating and must not include content unsuitable for general audiences;
fundraising by charities and non-profits, after we verify the organisation;
public service messages from government bodies or public sector undertakings on non-political topics, which we will not run during an election period; and
comparative advertising and any Mission whose footage shows children.

15. Children and sensitive audiences

Clippers must be 18 or over. Missions must not be directed at children.
Gaming, music and entertainment audiences can include many young people. Clips must not encourage children to buy, pester their parents or take part in anything unsafe.
Footage showing children must be supplied by the Brand with the required consents and must never show children in a harmful, sexualised or exploitative way.
Do not suggest that a product makes anyone more acceptable, successful or attractive because of their skin colour, body shape, caste, religion or gender.

16. Platform rules

Instagram, YouTube and X each have their own community guidelines and branded content or paid promotion policies. Clippers and Brands must follow them as well as these guidelines. If a platform restricts a type of branded content, a Mission cannot override that restriction.

17. If the guidelines are broken

For Clippers, we may ask for a fix, reject the Submission, not count affected views, withhold or recover the related Clipper Fee, or suspend the account, as set out in the Clipper Terms and the Fair Play and Anti-Fraud Policy.
For Brands, we may change or refuse a brief, pause or end a Mission, as set out in the Brand Terms.
Our response will be proportionate, and you can challenge it through our grievance process.
To report content that breaks these guidelines, contact our Grievance Officer at [grievance email].